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Weber Transforms Barbecues for 2011

By John Cooper, managing director, Weber UK

As the British barbecue expert, Weber is excited to be launching a series of new innovations for 2011 that are set to take the outdoor leisure industry by storm.

Weber is the UK’s number one barbecue brand, with over 50 years’ expertise in producing outdoor lp gas grills of exceptional quality and style. Following a major overhaul of our charcoal line up in 2010, this year, many of Weber’s lpg gas models are getting a revamp, with a number of new features that should appeal to retailers and consumers alike.

Weber has radically transformed its classic Genesis range, bringing a whole new dimension to the UK’s lpg barbecue offering. Featuring design and technology elements inspired by its ‘big brother’ – the top of the range Weber Summit – the new Genesis models are an evolution of design and functionality.

Consumer studies indicate that Weber Genesis consumers want additional workspace, so significant enhancements have been made in this area. Advances in valve ignition systems have allowed the control knobs to be moved to the front, providing the additional workspace. The front control panel also allows for migration of Summit technologies.

The new entry level Genesis E310 is set to be a bestseller with its stunning good looks. The model features two locking casters, two fixed casters, a porcelain-enamelled shroud and a centre-mounted thermometer. There are two stainless steel work surfaces and three stainless steel burners, plus porcelain-enamelled cooking grates, porcelain-enamelled Flavorizer bars, a total cooking area of 637 sq in and a warming rack area of 130 sq in. The Genesis E310 also has a 42,000 BTU/hour input, a limited 25-year warranty and is available in the S-310 stainless steel version.

The inventive new Genesis E-330 Grill Centre is a real standout product with a high in store impact. The ‘outdoor kitchen’ offers more workspace and storage, with a number of enriched features, such as a front mounted control panel with style kettle knobs, advanced valve ignition system, a porcelain enamelled shroud with centre thermometer and the new 10,000 BTU/hour input sear burner Sear Station.

The all-new high-powered Weber Sear Station boost burner creates a temporary high heat zone, which flash sears steaks to perfection, creating beautiful caramelised grill marks and sealing in juices. After searing, slide the meat to a cooler zone of the grill to finish cooking – the ‘sear and slide’ technique.

The Genesis E-330 Grill Centre also features cabinets that include wire shelving for storage and two stainless steel worktops. The E-330 is available in the S-330 stainless steel version and an accessory cover is available separately for both models. The E-330 and S-330 models are also available without the Grill Centre, whilst keeping all other features and style of the updated version.

For 2011, Weber has enhanced its increasingly popular Q range, adding a whole host of new features. Light, versatile and durable, Weber Qs are ideal for those wanting to take their barbecue ‘on the go’, or for barbecuers that are looking for something a little bit different when it comes to design.

Weber has created a new stylish Q stand, which will be included in the box with all Q120s, Q200s and Q220s. It features three tool holders and a screen to hide the lp gas bottle. The sleek screen can attach in two ways, offering consumers the choice to decide which way they prefer it to face. Next year, the Q120, Q220 and Q200 will also be packaged with this new stand all in one box, meaning no more logistical problems of two boxes and two barcodes.

The Q120 has a new look and now has a higher lid profile and an integrated thermometer, which gives the barbecue added appeal. The Q range all boast five-year warranties for customer peace of mind and are designed to be used all year round, whatever the weather.

Weber’s new Summit S670 is set to be the most sought after luxury grill on the market for 2011. The model builds on the current top of the line Weber Summit S650 and will feature a 480° Celsius Sear Station, lighted control knobs, a new side table and control panel with castings, trim on stainless steel doors and a Tuck Away Rotisserie.

Weber is also adding the Summit E670, E470 and S470 to the much celebrated barbecue range. The Summit E670 has the same features as the S670 but in black enamel and the Summit E470 has four burners. The S470 has a stainless steel finish with all the new features of the S670, but with four burners. All the new Weber Summits have a limited 25-year warranty.

Earlier this year, Weber launched the UK’s first dedicated barbecue cookery school, which is located just outside Oxford. The Grill Academy offers British barbecue fans the unique opportunity to be trained by Weber’s highly skilled barbecue tutors on the very latest Weber models.

Classes cover everything barbecuers need to know about the different cookery techniques and how to get the best out of their barbecue. A year round venue, guests to the academy can cook on lpg barbecues in the specially adapted kitchen, or outdoors on charcoal or smoker-style barbecues.

Contact Weber UK on 01756 692600 www.weberbbq.co.uk

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